Solution: TJ Maxx launched a media stunt featuring 100 holiday elves marching through New York City, led by Queer Eye for the Straight Guy’s Carson Kressley and Mrs. Clause. The stunt was part of the Discover Your Inner Elf Campaign that distributed a holiday gift guide to customers that included a special game piece element to drive instore traffic. To push consumers to retail, Turtle Transit was tasked by TJ Maxx to design a glass box truck that featured gift ideas from the guide merchandised in holiday themed shadow boxes with ambient lighting and decorating ideas. Elves travelled with the custom glass box truck and handed out t-shirts, candy canes and holiday gift guides to communities in New York, Philadelphia, Chicago and Boston. The Discover Your Elf Campaign brought good cheer, tips, tricks and a variety of budget-friendly gift ideas to consumers during the holiday season.